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Every year, we always hear the loud wails and haunted screams that cinema is dead. It just so happens that in 2017, with Sony Pictures Animation’s The Emoji Movie, it just got too loud to ignore. The film is directed by Tony Leondis, a story artist and director. He worked on films like The Prince of Egypt, The Road to El Dorado, Kronk’s New Groove, Home on the Range, and directed Lilo & Stitch 2: Stitch Has a Glitch, Igor, and Kung Fu Panda: Secret of the Masters. For some reason, out of all the years of movies made, The Emoji Movie just drove people up a wall. It came out a few weeks ago, and instantaneously, it was labeled as the worst movie of all time, the death of cinema, people were saying and demanding that Sony Pictures of Animation should be shut down, and you get the idea. Even though we made it through years that had Movie 43, Jack & Jill, Pixels, Gods of Egypt, 50 Shades of Grey, 50 Shades of Black, Meet the Blacks, Legend of Hercules, Saving Christmas, Troll 2, North, and so on, The Emoji Movie is the one that broke the camel’s back. Listen, it’s not a good movie, but people are overreacting and going into hyperbole territory to get clicks and views. Why would I say that if I just admitted that it was not a good movie? Well, let’s pick your favorite emoji and send that text.

The entire story takes place inside one teen’s phone, as we enter the world of Textopolis, a city where all the emojis live. We focus on one in particular emoji named Gene, voiced by T.J. Miller. He is a “meh” emoji, who has a bit of a problem. He can’t simply be a “meh”, and has too many emotions to count! After a failed first day on the job, Gene wants to find a way to fix himself by hacking the code to solve his problem. He gets the help of a high-five emoji, voiced by James Corden, and a hacker emoji named Jailbreak, voiced by Anna Faris. Hopefully, they can get past the dastardly grasp of Smiler, a creepy smile emoji voiced by Maya Rudolph. Can Gene fix himself and somehow help the teen out in a real world problem of getting to know a girl?

The biggest problem about talking about this film is while it will not affect the actual rating of this film, I have to talk about the overwhelming clickbait/hyperbolic backlash this film has gotten. People call it the worst movie of the year, the worst movie of all time, and the film that is what’s wrong with cinema. It’s not because I’m going to be defending this film as something good. It’s not a good movie by any stretches of the imagination, and is definitely on the lower end of my best to worst animated films of 2017, but people need to really stop acting like this is the film that’s going to kill cinema. Like I said above, people are using clickbait and hyperbolic opinions of this movie to get views, clicks, and whatever, and making it out to be a worse movie than it actually is. If there was a film that made the cinema industry actually halt in their tracks, then we have pretty much survived hundreds of extinctions after every time some knucklehead said, “this is the film that will kill the film industry”. It’s officially gotten to the point that if you are using hyperbole in your review or comment, I’m not going to take your opinion seriously. I know that sounds close-minded and very one-sided, but we live in a world where there are worse things going on every single day, and yet The Emoji Movie is apparently worth more of your anger than anything else. And to the people who want the studio that made this to shut down because they didn’t like it, or are stuck in a bad situation because of executive shenanigans, you have no right to say they should force 100s of people to lose their jobs because you don’t like their movie. It’s the most immature mentality that I have ever seen, and if you are that toxic about it, then you need to get a life.

Let’s face honest 100% objective fact here, The Emoji Movie is not a good movie, but it’s the wrong kind of bad movie. It’s not the most super offensive thing with super hate-worthy characters and cheap straight-to-DVD quality animation. It’s not Norm of the North or Strange Magic levels of bad. Heck, I have seen movies that I enjoy that have way more repulsive elements to it like Belladonna of Sadness. It’s just boring bad. It’s a bad movie that doesn’t have a whole lot going for it, because the film itself feels like they had a base idea around what they wanted to do, but couldn’t or were not allowed to get past the “cynical cash grab” look and feel of the film. The universe this film takes place in is kind of confusing, since if you think about it, why are there emojis that have to be one emotion, while there are shrimp, elephant, and Christmas tree emojis that don’t coincide with a single personality? I mean, should they be deleted as well? Its world is not as clever that I think the writers are making it out to be. I don’t see other whimsical realms that our heroes go through, I just see the product placements that companies paid the most to have advertised in the film. It’s a universe with no real soul or identity to it. A bland world is one thing, but what about the three leads? Well, despite having good actors behind them, there is nothing really all that interesting about them. Gene is your generic lead who thinks being unique isn’t a good thing. James Corden, while super entertaining in other forms of media, has no real character with the high-five emoji, since all he does is try to spew a joke every 30 seconds. Jailbreak is obviously trying to be like the female lead from The LEGO Movie, but has none of the charm of said character. I also kind of love the horrible implication in this universe that if you stand out in this world, you deserve to die. What about the human characters? Yeah, couldn’t really get hooked on them either. They don’t act like real kids, but that, “I’m trying to make this kid like the one you saw in Inside Out, but not understanding that the girl in Inside Out was a complex character.” I also found a lot of the celebrity casting distracting, like Patrick Stewart as the poop emoji. Like, I get there is a bit of that niche-style appeal of, “oh tee hee, this wildly acclaimed actor is voicing poop”, but outside of that, again, I only saw the celebrities, and not the characters.

I feel like this movie would have been so much better with maybe more freedom to the writers to do something more complex, or go full-tilt cynical. Like, I could imagine this film being way more interesting if it was a cynical lashing out at the audience who the execs think would watch this movie. Go black comedy on the characters and such, and sneak in some legit good morals inside the cynical jokes and clever writing. What happened is that they probably got a set of writers who wanted to go full-tilt and go crazy, but either weren’t allowed to, or were not talented enough to do such a thing. You can see how this movie could have worked if it was aimed at a more general audience and not just one part of the movie-going audience. That’s why films like Inside Out and The LEGO Movie were so amazing, because they could talk to every part of the audience. They weren’t talking to one side, and ignoring the other. The Emoji Movie is just a generic film with generic writing and morals. It’s something we haven’t seen a hundred times over in other movies, and have done a better job at saying these messages.

So, what’s actually good about this movie? Well, the animation is pretty solid. I know the designers on Twitter spoke highly about having fun working with the designs, and the characters move pretty well. Even the human characters look better than most DreamWorks movies. The designs might be basic, but emojis are generally very basic in terms of designs. At the very least, this movie has more theatrical-quality animation than a lot of animated films that get limited releases by Lionsgate. I also enjoyed Maya Rudolph as the villain. She was hugely entertaining as this psychotic smile emoji, and she definitely had fun with the role. I also liked Gene’s parents, who were played by Steven Wright and Jennifer Coolidge. Any time they were on screen, I at least got a chuckle out of their delivery of their lines. It’s not the perfect mix of casting and writing, like Lewis Black as Anger in Inside Out, but it’s ideal casting in terms of who should play the meh emoji. The one scene I thought was pretty cool was when Gene’s parents were inside the Instagram app. I liked the idea of going inside a photo and it brings you into that photo’s location and everything around them is still. It was a nice artistic moment that I can respect.

In the end, everyone is overreacting to this, and ironically going to see it because of said hyperbole. We have had cash-grab films made every year, like Dragonball Z Evolution, Jem and the Holograms, Baywatch, and so on. If Hollywood didn’t crumble and fall after those films, then it won’t with this one. The Emoji Movie is just a forgettable and bland film. I was honestly bored watching the movie, and spent a lot of time thinking what I would have done to make it a better movie than simply just a cash-grab/advertisement movie. It wants to be so many other films, but fails to do anything those films did well. If you really want to see it, just wait to rent it. It’s making enough to make back its budget, and it will just underperform before it leaves theaters. It’s bad, but it’s not the worst, and no one at Sony Pictures Animation deserves to lose their jobs over it. Now, if you want to see a really cynically made movie, join me next time as we talk about Digimon The Movie. Thanks for reading! I hope you all enjoyed the article, and I will see you next time.